Over the last several years, we have established ourselves as experts on marketing to the extreme vertical niches of the marine and angling enthusiast arenas. And because of this, Costa Del Mar came to us to help them launch their new Sunrise/Silver Mirror 580 lens. A low-light lens specifically designed to help anglers sight more fish in suboptimal conditions.
Helping the Miami Business school graduate to a higher level of success.
In the fall of 2017, the newly-minted administration at the University of Miami Business School undertook an ambitious mission: rebranding themselves as the Miami Business School. And they partnered with us to build every dimension of this brand.
A graduate degree in graduate degrees.
The top levels of the graduate-level business institutions are crowded and increasingly competitive field. So finding ways to leverage the unique advantages that a business degree from the Miami Business School could offer to a prospective candidate was our first task. Additionally, the Miami Business School has worked diligently to develop programs in the most relevant emerging fields, creating an entirely new graduate program in the area of Sustainability.
Generating leads for a new generation.
We created an integrated and multi-tiered marketing program to build the awareness of the brand, as well as implemented a wide array of digital tools to generate leads and aid in the successful recruitment of the most qualified candidates.
Bringing the future of higher education to the future.
We have helped the Miami Business School transition to a more digitally-centric marketing landscape, even crafting an entirely digital magazine for the school this year.
Dissatisfied with the offerings from the open-ocean, center-console boat manufacturers, serious angler and diver Alex Lipworth founded Invincible Boats in 2006. His goal was to create the boat he had always wanted and no one else built. As passionate boaters and anglers, we at Markham Yard were perfectly positioned to bring this attitude and spirit to life through a marketing campaign, sales materials, social media and merchandising. Together, we launched Invincible to greater lengths, providing comprehensive integrated support to the creation of a new line of performance offshore catamarans that have set a new standard for the entire marine industry.
Helping Florida show the world the unexpected sides of this amazing place.
The state of Florida is comprised of a number of unique and distinctive regions, with a broad variety of activities and environments that people from all over the world enjoy. The state tourism organization, Visit Florida, tapped our team to help bring a number of these individual regions to life with distinctive branding and communications to show the world that there is not only always a reason to visit, there is always a reason to come back.
Venerated Atlanta dining institution Mellow Mushroom Pizza selected Coconut Grove, FL based Markham Yard for its branding and marketing duties to help support and grow one of the most successful restaurant concepts in America today. Founded in 1974 by three Georgia college students, the brand has subversively spread its counterculture brand to a family of stores over 100 strong spanning fifteen states. The core philosophy of the founders has helped maintain its unique culture and environment as it has organically grown, and now the company stands poised for a new level of success.
One of the things we are most passionate about is shallow-water, light-tackle angling. So, when we got a call from Hell’s Bay Boatworks, we saw an opportunity to communicate a deeper emotional connection with their core audience—to show those shared values, the things we all agree on and believe in.
We are tremendously proud of the work we have done with the team at Hell’s Bay Boatworks. Over the last five years, our Hell’s Bay work has been awarded “Best Marketing Campaign” in the entire boating industry three times by the National Marine Manufacturers Association.
Helping IT’SUGAR craft a winning recipe.
IT’SUGAR founder Jeff Rubin had previously started Dylan’s Candy Bar in NYC and FAO Schweetz, in conjunction with the eponymous toy store. And when we met him in 2005, he was preparing to open a candy store called IT’SUGAR in Atlantic City.
He knew he needed something unique and different, and that’s where we came in. Together we identified a larger cultural context that might make what he was doing more relevant. More exciting. And sell more than just candy. We needed a point of view.
We say “Yes” in a world full of “no.”
In a world where we are constantly told what we shouldn’t eat, say, think or do, we found there was an opportunity to celebrate the kid inside each of us. We felt that there was a place for the unapologetic embrace of the sheer joy candy brings into people’s lives, and a rebellious push back against the sensibility of the rest of our day.
Nothing exceeds like excess.
Together, we built a brand that is a little rambunctious and a lot of fun. It conforms to nothing but the pursuit of happiness and takes nothing seriously except candy and old Saturday Night Live skits. People think of candy as something for kids, but the fact is: Everyone wants it. And that’s something to celebrate.
The sweet smell of success.
We have curated every touch point of the IT’SUGAR brand, from marketing, to the in-store graphics, to product development and package design.
Together, we worked with IT’SUGAR to launch their very first store, and are proud to say we continue to help them thrive now that they have 100 stores worldwide and are still growing. And in 2018, our unique strategy and hard work helped result in IT’SUGAR being acquired by private equity group BBX Holdings for $57 million. That’s a lot of gummi bears.
Helping a challenger brand find a passing lane.
We worked with Oriental Bank, Puerto Rico’s second-largest financial institution, to create a disruptive new brand presence in the marketplace that matched their innovations in banking. We launched an integrated campaign across mass media, digital, events and guerrilla.
We created a new and disruptive brand position for Oriental Bank based on the fact that they are working to engineer a different, modern, customer-centric bank, using technology to make their brand experience seamlessly integrate with people’s daily lives. And at every point, our prime strategy has been to craft communications that don’t feel like traditional financial marketing.
Anytime. Anywhere.
Sometimes, the answer is right in front of you. In Spanish, the word “banco” means “bank,” but it also means “bench.” To demonstrate the virtual and online capabilities of Oriental Bank, we used the bench to signify that their bank was literally wherever you were, 24/7/365.
Growing in a shrinking market.
Since Hurricane Maria in 2016, Puerto Rico has seen a number of professional-class people emigrate to the mainland United States. Despite that, we have worked with Oriental Bank to successfully grow their business and market share in the years since.
We worked with the Children’s Hospital of Richmond at VCU’s philanthropic foundation to help create support for the construction of an entirely new facility, engineered specifically to address the needs of children. In this collaboration, we helped in every facet, from the naming of the new Wonder Tower, to specific donor outreach, events, activations, and mass media awareness.
We created a campaign to bring the joyful, optimistic perspective of childhood to life, demonstrating the very thing that this hospital is engineered to protect. We personalized the campaign, sending 280 individually hand-painted hard hats to key influencers to bring their role in this to life. We crafted a TV commercial with 40-foot teddy bears and five-ton Slinkys. We reached out to the community in dozens of unexpected ways, resulting in an eight-figure surge in support (So far.)
Paulina Aquino is the Chief Financial Officer at Markham Yard. Born in Santiago, Chile. She has resided in Florida since 1979. Paulina is a team building and financial professional with more than 20 years of experience within the Advertising industry. As a mother and grandmother Paulina strongly believes in a work/life balance, increasing productivity, happiness, and reducing stress. Paulina is also a firm believer in the power of positive thinking; it has made it possible for her to reach new heights in her career and help others do the same. On a personal level, Paulina enjoys family time, shopping and is obsessed with shoes! She also enjoys dining out, good wine and of course, coffee.